Key figures
| Metric | Value | Note |
|---|---|---|
| Internet Users | 7.2 million | |
| Digital Ad Spend | €10.5 billion | |
| E-commerce Penetration | 68.0% | of total retail |
| Mobile Commerce Share | 54.0% | of e-commerce GMV |
| Average Time Online | 6h 0m | per day |
Overview
Switzerland has a highly developed digital market characterized by strong internet penetration and a sophisticated consumer base. Digital advertising is a key component of marketing strategies.
Breakdown
- Digital Ad Spend by Channel (2026): Search Ads €4.2B, Social Media Ads €3.2B, Video Ads €1.6B, Other €1.5B
- E-commerce GMV (2026): €30.2 billion
Key E-commerce Segments: Electronics (€8.5B), Fashion (€7.5B), Home Goods (€4.8B) Outlook
The Swiss digital market is expected to experience moderate growth, driven by increasing digitalization and a high propensity for online shopping. Digital ad spend will likely align with these trends, focusing on targeted campaigns.
Sources: industry surveys, platform filings, and modeled estimates for 2026
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